Director of Marketing

GoodPop

Director of Marketing

Location: Remote

Reports to: VP of Marketing

About GoodPop

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Since 2009, GoodPop has been on a mission to clean up the classic treats we're nostalgic for - offering better-for-you frozen pops made of real ingredients with less sugar and nothing artificial. From the high-quality ingredients they ethically source to how they care for their partners and planet, GoodPop exists to give back to communities one treat - and good deed - at a time. GoodPop products come in 20+ delicious flavors and are available nationwide at Whole Foods, Sprouts, Publix, Walmart, Kroger, Costco, and more.

About the Role

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GoodPop is looking for a Director of Marketing to lead both the art and science of growth. This is a rare opportunity to own GoodPop's brand identity while simultaneously driving measurable, channel-specific marketing performance across retail and digital acquisition.

This leader will shape and scale GoodPop's brand vision across every stage of the consumer journey - from awareness and trial to conversion, loyalty, and in-store velocity - while building a data-driven performance marketing engine that connects spend to real sales outcomes. You'll combine strategic thinking with strong execution, turning consumer insights into effective marketing programs and growth initiatives.

Key Responsibilities

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Brand StrategyDNA

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• Challenge and sharpen GoodPop's brand strategy to build a distinctive identity that supports growth.
• Develop a brand voice that is premium, playful, warm, and unmistakably GoodPop.
• Bring the brand to life through distinctive storytelling across consumers, shoppers, and retail touchpoints.
• Build clear brand architecture across the core portfolio and future innovations.

Consumer Insights

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• Use consumer research to identify insights about the category, the brand, purchase triggers, and barriers. Apply those insights to sharpen brand strategy and voice.
• Build a disciplined test-and-learn approach across messaging, packaging, claims, shopper activation, and channel-specific marketing.

Product MessagingPositioning

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• Formulate comprehensive product points of difference, claims, and positioning strategies to differentiate GoodPop in the market.
• Own positioning and narrative development for the product portfolio, translating brand strategy into clear briefs that guide copywriters, designers, and agency partners.
• Support the development of sales materials and presentations to enable the Sales team.

Campaign DevelopmentExecution

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• Develop and execute impactful marketing plans across retail, club, online, and emerging channels.
• Drive awareness, trial, and repeat through a mix of brand-building and performance marketing initiatives.
• Partner with Sales to connect marketing investment to distribution growth, velocity, and retailer priorities.

RetailShopper Marketing

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• Drive shoppers to GoodPop's retail partners - Whole Foods, Target, Sprouts, Costco, HEB, Publix, and beyond.
• Manage geo-targeted advertising, store locator campaigns, and retailer promotions with paid media.
• Track KPIs including store locator clicks, sales lift studies, and coupon redemptions.

DigitalLifecycle Marketing

• Manage and optimize paid channels including Meta (Facebook/Instagram), Google SearchYouTube, TikTok, and Pinterest to drive awareness, trial, and purchase intent.
• Working in partnership with Sales to optimize our retail media networks (Instacart).
• Drive trial of newportfolio products through targeted campaigns focused on retailer visits and in-store conversion.
• Own key performance metrics including ROAS, CAC, incremental sales, and new-to-brand customer acquisition.
• Improve email performance, SMS campaigns, loyalty programs, and retention.
• Track repeat purchase rate and LTV to measure lifecycle marketing effectiveness.

QualificationsExperience

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• 10+ years of CPG marketing experience, with a blend of brand strategy and performance/digital marketing.
• Experience in both established CPG environments and emerging food/better-for-you brands preferred.
• Proven track record translating brand strategy into measurable consumer and retail growth.
• Experience executing omnichannel strategy across Grocery, Mass, Club, and emerging channels.
• Analytical mindset with experience using consumer insights, retail data, and brand health metrics.
• Senior enough to set the strategy, practical enough to make the work happen.

Who You Are

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• Strategic and hands-on: You can define the brand platform and still improve the retail sell-in deck, launch brief, or paid campaign creative.
• Consumer-led and commercially sharp: You care deeply about the consumer, but you know marketing must drive trial, velocity, and repeat purchase.
• Brand builder + performance operator: You know how to make a brand feel distinctive and emotionally relevant without losing commercial discipline.
• Data-informed and practical: You use insights and metrics to make better decisions while keeping momentum in a fast-moving environment.
• Collaborative leader: You work well with Sales, R&D, Finance, Operations, agencies, and founders.
• Builder mentality: You enjoy creating systems, teams, processes, and marketing muscle that can scale.

Why Join GoodPop?

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• Empowered leadership role combining brand and performance at a growing better-for-you brand with real national scale.
• Shape GoodPop's next chapter - from building brand love to driving measurable growth at retail and online.
• Partner directly with founders and senior leadership, with significant room to grow.
• Open and ambitious team with a genuine passion for product quality and doing good.
• Competitive base salary of $130,000 - $150,000 based on experience, plus performance bonus and benefits.